Fabletics – Revolutionary Athleisure Brand with Unique Business Model

The world of fashion retail is fast developing and evolving, and many new e-commerce portals are opening up now and then. One of the online fashion retail companies that have made its mark in the business in a very short span of time is Fabletics. Fabletics is the subsidiary brand of TechStyle Fashion Group, which is co-owned by Adam Goldenberg, Don Ressler, and Kate Hudson. Kate Hudson is among the top Hollywood celebrities, and her association with Fabletics helped the company to get the much-needed boost in their marketing initiatives in the preliminary stages.


Fabletics is an athleisure brand that was initially started as a fashion startup, but in a very short period, it became a very well-established brand that gave even giants like Amazon a tough run for their money. It is primarily because Fabletics believed in providing customers with value for money. There are many companies out there that are selling fitness clothing, but Fabletics offered high-quality products at a much lesser price than its counterparts. Kate Hudson said that the idea of Fabletics came into her mind because even a simple Yoga pant from a high street fashion brand would cost around $200 or more. It was simply unfair is what Kate Hudson thought, and that is what gave birth to Fabletics.


Fabletics has athleisure clothing for women from size XXS to 3X, and have new designs added each month. Moreover, customers can choose and pick from the selection that is specially designed as per their taste and preference each month through the subscription model business Fabletics does. All the VIP members of the company get an e-mail each month with a selection of clothes to choose from, and consumers can opt to select them or rollover their subscription money for use the next month. It is a very convenient shopping model designed for the new age women, who do not want to waste time and money scrolling through endless varieties available on the internet.


The reverse showroom technique, earlier followed successfully by companies such as Apple and Warby Parker, was also implemented by Fabletics. It helped in adding to the success Fabletics already achieved online while also helping the brand to penetrate the market further. As per the sales figure, it helped the brand to acquire a lot of VIP members since the brand opened 18 stores at key locations across the country. Women looking to join Fabletics must take a Lifestyle Quiz on their website today to get an idea of how the company offers a unique and personalized shopping experience to its members.